How Huel created their #1 video ad in Germany.

Huel (Human + Fuel) is nutritionally complete food. This means every Huel meal contains a balance of all 26 essential vitamins and minerals, protein, essential fats, carbs, fibre and phytonutrients in a single product.

The Challenge: Scale german UGC without losing freshness, fit or performance

Huel had a fast-growing German market and a clear creative problem: scaling UGC volume without losing performance, freshness, or cultural fit.
The German audience is not the UK audience translated. It expects a different register, different proof, different humor. And Meta's Andromeda update raised the bar again — repeating the same creators across rounds now actively hurts distribution.

The job: build a system that delivers fresh, on-brand, Germany-native creative every single month. Not a campaign. A cadence.

The System:

Since July 2024, MOO has delivered a monthly round of fresh creative for Huel Germany. Same cadence, every month, for 22 consecutive rounds.

4-8 creatives per round: briefed in week 1, shot in week 2, live in week 2-3.
Fresh creators every round: never recycling faces. Whats Meta's algorithm rewards post-Andromeda.
Native DACH creators matched to specific Huel audience segments: feed, tone, and audience that fits.
Mixed-format production: cvreator-led UGC, lo-fi pieces from B-roll and trending sounds
The complete workflow from beginning to end, live in 2-3 weeks.

In January 2026, one creative became Huel Germany's #1 video ad.

55,297€ in media spend on a single creative
690 purchases from 1 ad

What's interesting: this creative wasnt even the briefed deliverable but an add-on a creator volunteered as part of their collaboration. It outperformed every video in their account.

That is the system working: a clear workflow plus creators that are INVESTED in the work.

The compound effect

CPM efficiency is the part of UGC most agencies don't talk about — but it's where the system shows up in the data.

9.67€ MOO content average CPM vs. 13.99€ rest of the account average
56% of MOO content creatives are below 10€ CPM vs. 19% of those creatives that don't come from us.

Cheaper CPMs mean every euro of media goes further — the same budget buys more impressions, more clicks, more chances to convert.

This is what "the algorithm rewards what works" actually means. Authentic UGC, served to the right audience, with fresh faces and on-trend hooks, gets cheaper distribution. The compounding effect over 22 months is significant.

Huel hasn't had to think about how UGC gets made in Germany for two years.

The system runs. The creative ships. The performance shows up.